MARKETING CHANNEL STRATEGY

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2. 84 MARKETING MANAGEMENT I E Price: IDR 5.050.000,- Siapa Yang Perlu Ikut • Kepala/Direktur pemasaran • Manajer/Asisten Manajer Pemasaran • Manajer/Asisten Manajer Produk • Manajer/Asisten Penjualan Who Should Attend • Head / Director of Marketing • Manager / Assistant Manager of Marketing • Manager / Assistant Manager of Product • Manager / Assistant of Sales 39 MARKETING CHANNEL STRATEGY

1. 83 MARKETING MANAGEMENT I E Menjawab Masalah Apa Kinerja perusahaan tidak akan mencapai sasarannya bila perusahaan tidak memiliki strategi saluran pemasaran untuk menghadapi persaingan yang kian meningkat. Strategi saluran pemasaran tidak hanya berupaya memenuhi kebutuhan dan keinginan dari pasar sasaran, namun mendukung perusahaan dalam memperoleh keuntungan maksimal dan mengembangkan bisnis di masa mendatang. Oleh karenanya diperlukan strategi saluran pemasaran secara komprehensif untuk perusahaan dalam memaksimalkan kinerjanya. Manfaat Apa Yang Anda Diperoleh Setelah selesai mengikuti program ini, peserta diharapkan mampu: • Mendapatkan pemahaman mengenai defi nisi saluran pemasaran • Memahami perancangan strategi saluran pemasaran • Melakukan analisis dan audit saluran pemasaran • Merancang struktur dan strategi saluran pemasaran • Melakukan koordinasi dan pengontrolan saluran pemasaran • Memahami potensi konfl ik dan solusinya dalam saluran pemasaran • Melakukan evaluasi kinerja saluran pemasaran Apa Saja Yang Dibahas • Defi nisi saluran pemasaran • Merancang strategi saluran pemasaran: analisis pasar, audit, keputusan saluran pemasaran • Memahami struktur saluran pemasaran: retailing, wholesaling, franchising, emerging channel • Pengelolaan saluran distribusi dan bauran pemasaran • Koordinasi dan pengontrolan saluran pemasaran • Pengelolaan konfl ik saluran pemasaran dan solusinya • Evaluasi kinerja saluran pemasaran Problems To Be Addressed Company performance will not achieve its goal if the company does not have the marketing channel strategy to face the increasing competition. Marketing channel strategy is not only trying to fulfi ll the needs and desires of the target market, but also supporting the company to obtain a maximum benefi t and develop the business in the future. Therefore the company requires a comprehensive marketing channel strategy in order to maximize its performance. Objectives Having attended this program, the participants are expected to be able to: • Get the understanding about the defi nition of marketing channel • Understand the design of marketing channel strategy • Perform analysis and audit of marketing channel • Design the structure and strategy of marketing channel • Coordinate and control the marketing channel • Understand the potential confl ict and its solution in marketing channel • Evaluate the marketing channel performance Subjects Covered • The defi nition of marketing channel • Design of marketing channel strategy: market analysis, audit, marketing channel decision • Understanding the structure of marketing channel: retailing, wholesaling, franchising, emerging channel • Distribution channel management and marketing mix • Coordination and control of marketing channel • Marketing channel confl ict management and its solution • Evaluation of marketing channel performance 39 MARKETING CHANNEL STRATEGY

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